The Implications of "Big M" Marketing for Modeling Service and Relationships

Bolton, Ruth N.
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p584
Academic Journal
The author offers commentary on an article about service marketing by Roland T. Rust and Tuck Siong Chung that was published in "Marketing Science." She attempts to identify challenges, opportunities, and priorities for the improvement of service marketing models. She outlines the importance of integrating cross-functional processes in service marketing, focusing on how an organization responds to its customers, and effectively measuring financial outcomes of a service marketing strategy. In addition, she addresses customer relationship management implementation.


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